Apple is set to unveil refreshed iPads on Tuesday, ramping up the competition ahead of the crucial holiday season. While Apple still boasts the bestselling device, a slew of rivals have either released, or are about to release, new devices in the run up to Christmas.

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Apple's iPad 5

Apple is expected to launch a slimmer new iPad 5 in San Francisco, along with a new iPad mini. Its coy invitation for the event, which only says “We still have a lot to cover,” is prompting speculation that the full-fledged tablet will come with a new keyboard cover, akin to the Microsoft Surface.

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Microsoft's Surface 2 and Surface Pro 2

Microsoft’s new Surface 2 went on sale Tuesday with a special midnight launch event at Microsoft stores around the country. The tablets are best known for their innovative kickstand and keyboard cover, which allow them to be used like laptops. The Surface 2 starts at $449 while the souped-up Surface Pro with more processing power starts at $899.

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Nokia's Lumia 2520

Ahead of Apple’s announcement, Nokia debuted its first tablet, dubbed the Lumia 2520, at an event Tuesday in Abu Dhabi. The device boasts a 10-inch screen and runs a special version of Microsoft’s Windows 8 operating system. The Lumia 2520 costs $499, comes in several different colors and has a keyboard accessory.

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Google's Nexus 10

Google has been a fierce adversary to Apple and its full-sized tablet, the Nexus 10, is no exception. The 10-inch tablet launched late last year with higher resolution than the iPad 4 and an Android operating system for just $399 for the 16GB model, which is $100 cheaper than the equivalent iPad 4.

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Amazon's Kindle Fire HDX

Amazon last month released its newest Kindle Fire HDX, which just started shipping last week. Perhaps its most outstanding feature is the Mayday button, promising onscreen support in the form of a real person talking to frustrated users live, 24 hours a day.